Amazon is a huge lab for retail. It is perfect in making high impact experiments in the field and follows an explorative mindset when it comes to finding new opportunities to sell all sorts of goods. Amazon’s job is “to get you the thing”, not to be a website, so what are the best ways to do it? By doing that it does not even hesitate to go into physical retail. It does not follow an ideology of “internet-only” and even tries out things that have been done before – bringing about interesting results.
The real challenge Amazon is facing: Can it work out how to let us shop rather than just buy?
see: https://www.wired.com/story/amazons-retail-strategy-recycling-old-ideas/